Montenegrin presidential election 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 80 Montenegrin political advertisers during the 2023 Presidential Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the election, we kept only advertisers who:

  1. Advertised in the last 7 days (Mar 10th - Mar 16th 2023)
  2. Advertised in the last 30 days (Feb 15th - Mar 16th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

Daily Spend

Feb 15th - Mar 16th 2023 (Last 30 days)

In total, political parties spend €36,678 and ran 614 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

4


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€7,982)
2. Aleksa Becic (€100)
3. Stevan Katić - Demokrate Herceg Novi (€100)

93

€8,282

DF

3


1. Андрија Мандић - Andrija Mandić (€7,768)
2. Ne damo Nikšić - Не дамо Никшић (€100)
3. Pokret za Promjene (€100)

94

€7,968

DPS

1


1. Milo Đukanović (€7,635)

150

€7,635

ES!

5


1. Jakov Milatović (€2,739)
2. Milojko Spajić (€1,876)
3. Pokret Evropa sad (€1,053)

47

€5,868

SDP

5


1. Draginja Vuksanović (€2,724)
2. Raško Konjević (€132)
3. Nikola Đurašković (€100)

115

€3,156

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,979)

47

€1,979

URA

4


1. Građanski pokret URA (€700)
2. Dritan Abazović (€301)
3. Omer Bajraktari (€100)

36

€1,201

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€289)

12

€289

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

9

€200

Demos

1


1. DEMOS - Miodrag Lekić (€100)

11

€100

Mar 10th - Mar 16th 2023 (Last 7 days)

In total, political parties spend €16,804 and ran 310 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

3


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€4,143)
2. Stevan Katić - Demokrate Herceg Novi (€100)
3. Vladimir Martinović (€100)

39

€4,343

DPS

1


1. Milo Đukanović (€2,943)

111

€2,943

DF

1


1. Андрија Мандић - Andrija Mandić (€2,941)

49

€2,941

ES!

2


1. Jakov Milatović (€2,328)
2. Pokret Evropa sad (€295)

32

€2,623

SDP

2


1. Draginja Vuksanović (€1,965)
2. Raško Konjević (€100)

45

€2,065

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,232)

17

€1,232

URA

2


1. Građanski pokret URA (€125)
2. Dritan Abazović (€100)

5

€225

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

5

€200

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€132)

5

€132

Demos

1


1. DEMOS - Miodrag Lekić (€100)

2

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Feb 15th - Mar 16th 2023 (Last 30 days)

Overall

By Party

Mar 10th - Mar 16th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Feb 15th - Mar 16th 2023 (Last 30 days)

Mar 10th - Mar 16th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Feb 15th - Mar 16th 2023 (Last 30 days)

Mar 10th - Mar 16th 2023 (Last 7 days)

Age Targeting

Feb 15th - Mar 16th 2023 (Last 30 days)

Mar 10th - Mar 16th 2023 (Last 7 days)

Gender Targeting

Feb 15th - Mar 16th 2023 (Last 30 days)

Mar 10th - Mar 16th 2023 (Last 7 days)

Job Targeting

Feb 15th - Mar 16th 2023 (Last 30 days)

Mar 10th - Mar 16th 2023 (Last 7 days)